100,000 Downloads+ Using TikTok Spark Ads

Challenges:

• Initial Problem: Koru’s growth was steady reaching 100,000 downloads in 8 months, but they needed explosive startup growth to reach the next level. They also aimed to increase their IOS user base, known for their loyalty and higher spending power. Additionally, Koru wanted to connect with Gen Z across Europe, including France, Spain, Germany, and the UK, and improve the conversion rate of downloads to active users.

• Goals: Drive both organic and paid growth, build a community around the brand using TikTok, and acquire more iOS users with a cost per install under 1 euro. Key objectives included higher conversion rates from download to active user.

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Strategy:

• Approach: We launched a TikTok account for Koru under the handle @koruacne and posted engaging content focusing on app features, dermatologist tips, and viral trends for three months. We created a unique filter that simulated acne, promoting awareness and positivity, which garnered 300k views. We researched and collaborated with creators using TikTok Spark Ads to promote content. Spark Ads allowed us to appear more native on the platform and leverage the creators’ followings and TikTok’s algorithms. We initially worked with creators who had acne but found greater success by expanding to include those in the skincare space, university students, and product reviewers.

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• Services Provided:

  • TikTok content creation, research, editing... 

  • Tik Tok Filter production

  • TikTok community management

  • Content creator sourcing and management for Koru’s Tik Toks

  • Setup of Appsflyer for accurate reporting

  • Creator sourcing, negotiating, and management for collaborations

  • Creation and iteration of briefing documents

  • Running Spark Ads

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• Timeline: The project spanned three months.

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Results:

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• Outcomes:

  • With a budget of 10,000 euros for creators and 7,000 euros for Spark Ads, we generated 55,000 downloads, with 40% being organic. Tracking was done via TikTok, Appsflyer, and Firebase.

  • We collaborated with 20 creators, ranging from 1,000 to 200,000 followers, finding the sweet spot at 30,000 followers.

  • We developed a criteria set at Koru to predict the success of videos with Spark Ads, allowing for agile and low-waste spending on testing ads.

  • Achieved two measures of success: promoted cost per install under 1 euro and viral videos with massive organic and paid potential.

  • 6 out of 20 creators were successful according to benchmark 1, with 1 viral success: Lola, a French creator, gained 60k views in 48 hours, resulting in 3,000 organic downloads in France and Belgium. After promotion, her video achieved 3.7 million views and over 40,000 iOS downloads, with a cost per install as low as 0.09 euros.

  • France was the most successful market, maintaining 50 organic installs per day post-campaign.

  • Conversion rate increased from 55% to 88% from download to new user.

  • App Store rankings increased according to Data.ai, reaching #1 in the Apple Store for France and Spain, and #1 in the Android store in France, Italy, and Belgium for the keyword "acne".

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​​​​​​​​​​​​​​​​​This campaign showcased our ability to leverage TikTok's unique features and influencer power to drive significant growth and engagement for Koru.